Marketing management / Philip Kotler, Kevin Lane Keller, Alexander Chernev.
Material type:
TextSeries: The Prentice Hall international series in marketingPublisher: United Kingdom : Pearson Education Limited, c2022Edition: Sixteenth edition ; Global editionDescription: 603 pages : illustrations (black and white) ; 26 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 9781292404813 [paperback]Subject(s): Marketing -- Management | Internet marketing | Consumer behavior | Market surveys | MarketingDDC classification: | Item type | Current location | Call number | Copy number | Status | Date due | Barcode |
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Reference (MAIN)
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College Library | 658.8 K84 2022 (Browse shelf) | c.1 | Available | 3UCBL000027325 | |
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Reference (MAIN)
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College Library | 658.8 K84 2022 (Browse shelf) | c.2 | Available | 3UCBL000027326 | |
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Reference (MAIN)
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College Library | 658.8 K84 2022 (Browse shelf) | c.3 | Available | 3UCBL000027327 |
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| 658.8 K84 2006 Principles of marketing / | 658.8 K84 2017 Marketing management / | 658.8 K84 2022 Marketing management / | 658.8 K84 2022 Marketing management / | 658.8 K84 2022 Marketing management / | 658.8 L55 1994 Auditing your customer service : | 658.8 L94 2011 Services marketing : |
Includes glossary and index.
Chapter 1 Defining marketing for the new realities -- Chapter 2 Marketing planning and management -- Chapter 3 Analyzing consumer markets -- Chapter 4 Analyzing business markets -- Chapter 5 Conducting marketing research -- Chapter 6 Identifying market segments and target customers -- Chapter 7 Crafting a customer value proposition and positioning -- Chapter 8 Designing and managing products -- Chapter 9 Designing and managing services -- Chapter 10 Building strong brands -- Chapter 11 Managing pricing and sales promotions -- Chapter 12 Managing marketing communications -- Chapter 13 Designing an integrated marketing campaign in the digital age -- Part 14 Personal selling and direct marketing -- Chapter 15 Designing and managing distribution channels -- Chapter 16 Managing retailing -- Chapter 17 Driving growth in competitive markets -- Chapter 18 Developing new market offerings -- Chapter 19 Building customer loyalty -- Chapter 20 Tapping into global markets -- Chapter 21 Socially responsible marketing.
"This book, worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. The author underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning and performance. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium." --Provided by publisher
Adult
Donation Biore, Christopher College of Business and Accountancy BSBA-Marketing Management
Donation Biore, Christopher College of Business and Accountancy BSBA-Marketing Management
Donation Biore, Christopher College of Business and Accountancy BSBA-Marketing Management
Text in English
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